Mejora de la preferencia por las marcas deportivas en fútbol: Modelo de psico-marca

Autores/as

  • Akbar Jaberi Department of Sport Management, Faculty of Physical Education and Sport Sciences, Shahid Bahonar University of Kerman, Kerman, Iran.
  • María Luisa Zagalaz-Sánchez Faculty of Humanities and Educational Sciences, University of Jaén, 23071 Jaén, Spain. https://orcid.org/0000-0001-6044-8569
DOI: https://doi.org/10.6018/sportk.528311
Palabras clave: Marca, Aficionados al Fútbol, Implicación Psicológica, Deporte, Identidad de Equipo

Resumen

Objetivo: El objetivo es proporcionar un modelo de psicomarca deportiva que incluya necesidades de autodefinición, valor y preferencia.

Método: Se realizó un estudio en 521 seguidores del FC Persepolis (Irán). Los datos se recopilaron mediante un cuestionario para conocer la competencia local semanal del equipo. La muestra se seleccionó por conveniencia entre los seguidores que asistieron a los partidos del FC Persepolis de enero a febrero de 2022.

Resultados: Un modelo de ecuación estructural de mínimos cuadrados parciales reveló que: 1. los principios de necesidad de autodefinición (prestigio, similitud y distintivo de identidad) se relacionaron significativamente con el valor de marca del equipo FC Persepolis; 2. el valor de marca es predictor significativo de la preferencia de los aficionados. Destaca la importancia de las necesidades psicológicas de los aficionados para mejorar el posicionamiento de marca de los equipos de fútbol.

Conclusiones: El modelo incluye principios de necesidad de autodefinición para facilitar el desarrollo del valor de la marca y su preferencia a través de una representación integrada en el entorno del fútbol, lo que puede ser el primer intento de estudiar estos constructos mediante un arquetipo integrado en el proceso de marca de un equipo de fútbol.

Descargas

Los datos de descargas todavía no están disponibles.

Citas

Aaker, D. A. (1996). Building Strong Brands. The Free Press, New York, NY.

AFC. (2020, December). The search for Asia's Most Popular Football Club: Tractor SC, Persepolis FC through to final. Available at: https://www.the-afc.com/news/afcsection/the-search-for-asia-s-most-popular-football-club-central-and-south-asia

Ahearne, M., Bhattacharya, C. B., & Gruen, T. (2005). Antecedents and consequences of customer-company identification: Expanding the role of relationship marketing. Journal of applied psychology, 90(3), 574.

Ariely, D. & Norton, M. I. (2009). Conceptual consumption. Annual review of psychology, 60, 475-499.

Arnett, D., German, B. & Hunt, S. D. (2003). The identity salience model of relationship marketing success: the case of nonprofit marketing”. Journal of Marketing, 67(2), 89-105.

Ashforth, B. E. & Mael, F. (1989). Social identity theory and the organization. Academy of Management Review, 14(1), 20-39.

Asian Club Championship and AFC Champions League records and statistics. (2020). In Wikipedia. https://en.wikipedia.org/wiki/Asian_Club_Championship_and_AFC_Champions_League_records_and_statistics

Belk, R. (1988). Possessions and the extended self. Journal of Consumer Research, 15(2), 139–168.

Bengtsson, A. & Servais, P. (2005). Co-Branding on Industrial markets. Industrial Marketing Management, 34(7), 706-713.

Berendt, J., Uhrich, S., & Thompson, S. A. (2018). Marketing, get ready to rumble—How rivalry promotes distinctiveness for brands and consumers. Journal of Business Research, 88, 161-172.

Bergami, M. & Bagozzi, R. P. (2000). Self-categorization, affective commitment and group self-esteem as distinct aspects of social identity in the organization. British Journal of Social Psychology, 39(4), 55-77.

Bhattacharya, C. B., & Sen, S. (2003). Consumer-company identification: A framework for understanding consumers’ relationships with companies. Journal of marketing, 67(2), 76-88.

Bhattacharya, C. B., Hayagreeva, R., & Mary A. G. (1995). Understanding the Bond of Identification: An Investigation of its Correlates among Art Museum Members. Journal of Marketing, 59(4), 46-57.

Brewer, M. B. (1991). The social self: On being the same and different at the same time. Personality and social psychology bulletin, 17(5), 475-482.

Buil, I., de Chernatony, L., & Martinez, E. (2008). A cross-national validation of the consumer-based brand equity scale. Journal of Product & Brand Management, 17(6), 384-392.

Buil, I., Martínez, E., & De Chernatony, L. (2013). The influence of brand equity on consumer responses. Journal of consumer marketing, 30(1), 62-74.

Carlson, B. D., & Donavan, D. T. (2008). Concerning the Effect of Athlete Endorsements on Brand and Team-Related Intentions. Sport Marketing Quarterly, 17(3), 154-62.

Carlson, B. D., Donavan, D. T., & Cumiskey, K. J. (2009). Consumer-brand relationships in sport: brand personality and identification. International. Journal of Retail & Distribution Management, 37(4), 370-384.

Chen, C. F., & Chang, Y. Y. (2008). Airline brand equity, brand preference, and purchase intentions— the moderating effects of switching costs. Journal of Air Transport Management, 14(1), 40-42.

Cheney, G. (1983). The rhetoric of identification and the study of organizational communication. Quarterly journal of speech, 69(2), 143-158.

Chin, W. W. (2010). How to write up and report PLS analyses. In Handbook of partial least squares (pp. 655-690), Springer, Berlin, Heidelberg.

Chin, W. W. (1998). The partial least squares approach to structural equation modeling. Modern methods for business research, 295(2), 295-336.

Christodoulides, G., & De Chernatony, L. (2010). Consumer-based brand equity conceptualization and measurement: A literature review. International journal of research in marketing, 52(1), 43-66.

Chun, R., & Davies, G. (2006). The influence of corporate character on customers and employees: Exploring similarities and differences. Journal of the Academy of Marketing Science, 34(2), 138-146.

Cobb-Walgren, C. J., Ruble, C. A., & Donthu, N. (1995). Brand equity, brand preference, and purchase intent. Journal of advertising, 24(3), 25-40.

Currás-Pérez, R., Bigné-Alcañiz, E., & Alvarado-Herrera, A. (2009). The role of self-definitional principles in consumer identification with a socially responsible company. Journal of business ethics, 89(4), 547-564.

De Chernatony, L., Harris, F., & Christodoulides, G. (2004). Developing a brand performance measure for financial services brands. The Service Industries Journal, 24(2), 15–33.

Doyle, J. P., Filo, K., McDonald, H., & Funk, D. C. (2013). Exploring sport brand double jeopardy: The link between team market share and attitudinal loyalty. Sport Management Review, 16(3), 285-297.

Duclos, R., Wan, E. W., & Jiang, Y. (2013). Show me the honey! Effects of social exclusion on financial risk-taking. Journal of Consumer Research, 40(1), 122–135.

Dutton, J. E., Dukerich, J. M., & Harquail, C. V. (1994). Organizational Images and Member Identification. Administrative Science Quarterly, 39(2), 239–263.

Escalas, J. E., & Bettman J. R. (2005). Self-Construal, Reference Groups, and Brand Meaning. Journal of Consumer Research, 32(3), 378–389.

Filo, K., Funk, D. C., & Alexandris, K. (2008). Exploring the role of brand trust in the relationship between brand associations and brand loyalty in sport and fitness. International Journal of Sport Management and Marketing, 3(1-2), 39-57.

Fink, J. S., Trail, G. T., & Anderson, D. F. (2002). An Examination of Team Identification: Which Motives are Most Salient to its Existence? International Sports Journal, 6(2), 195-207.

Fisher, R. J. (1998). Group-derived consumption: the role of similarity and attractiveness in identification with a favorite sports team. Advances in Consumer Research, 25(1), 283-288.

Fournier, S. (1998). Consumers and their Brands: Developing Relationship Theory in Consumer Research. Journal of Consumer Research, 24(1), 343-373.

Funk, D., Alexandris, K., & McDonald, H. (2016). Sport consumer behaviour: Marketing strategies, Routledge.

Funk, D. C. (2002). Consumer-based marketing: The use of micro-segmentation strategies for understanding sport consumption. International Journal of Sports Marketing and Sponsorship, 4(3), 39-64.

Gao, L., Wheeler, S. C., & Shiv, B. (2009). The shaken self: Product choices as a means of restoring self-view confidence. Journal of Consumer Research, 36(1), 29–38.

Gaustad, T., Samuelsen, B. M., Warlop, L., & Fitzsimons, G. J. (2019). Too much of a good thing? Consumer response to strategic changes in brand image. International Journal of Research in Marketing, 36(2), 264-280.

Goodyear, M. (1997). Divided by a Common Language. Journal of the Market Research Society, 38(2), 105-122.

Gwinner, K. P., & Eaton, J. (1999). Building Brand Image through Event Sponsorship: The Role of Image Transfer. Journal of Advertising, 28(4), 47-57.

Hair, J. F., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2016). A primer on partial least squares structural equation modeling (PLS-SEM), Sage Publications.

Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing theory and Practice, 19(2), 139-152.

He, H., Li, Y., & Harris, L. (2012). Social identity perspective on brand loyalty. Journal of Business Research, 65(5), 648-657.

Helgeson, J. G., & Supphellen, M. (2004). A conceptual and measurement comparison of self-congruity and brand personality: The impact of socially desirable responding. International Journal of Market Research, 46(2), 205-233.

Henseler, J., Ringle, C. M., & Sinkovics, R. R. (2009). The use of partial least squares path modeling in international marketing, In New challenges to international marketing (pp. 277-319), Emerald Group Publishing Limited.

Hoeffler, S., & Keller, K. L. (2003). The marketing advantages of strong brands. Journal of brand management, 10(6), 421-445.

Holbrook, M. B., & Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of consumer research, 9(2), 132-140.

Jaberi, A., Sajjadi, S. N., Khabiri, M., & Khazaei Pool, J. (2019). The Effect of Team Brand Personality on Fans' Brand Preferences and Team Brand Loyalty in Football Pro League of Iran. Sport Management Studies, 11(53), 237-256.

Keller, K. L. (1993). Conceptualizing, measuring and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22.

Kim, C. K., Han, D., & Park, S. B. (2001). The effect of brand personality and brand identification on brand loyalty: Applying the theory of social identification. Japanese psychological research, 43(4), 195-206.

Kim, K. H., Kim, K. S., Kim, D. Y., Kim, J. H., & Kang, S. H. (2008). Brand equity in hospital marketing. Journal of Business Research, 61(1), 75-82.

Koo J. J. (2009). Brand management strategy for Korean professional football teams: A model for understanding the relationships between team brand identity, fans’ identification with football teams, and team brand loyalty. Doctoral dissertation, Brunel University School of Engineering and Design, Ph.D. Thesis.

Kuenzel, S., & Halliday, S. V. (2008). Investigating antecedents and consequences of brand identification. Journal of Product & Brand Management, 17(5), 293-304.

Kuenzel, S., & Halliday, S. V. (2010). The chain of effects from reputation and brand personality congruence to brand loyalty: The role of brand identification. Journal of Targeting, Measurement and Analysis for Marketing, 18(3-4), 167-176.

Lam, S. K., Ahearne, M., & Schillewaert, N. (2012). A multinational examination of the symbolic–instrumental framework of consumer–brand identification. Journal of International Business Studies, 43(3), 306-331.

Lee, J., & Shrum, L. J. (2012). Conspicuous consumption versus charitable behavior in response to social exclusion: A differential needs explanation. Journal of Consumer Research, 39(3), 530–544.

Lock, D., Taylor, T., Funk, D., & Darcy, S. (2012). Exploring the development of team identification. Journal of Sport Management, 26(4), 283-294.

Loughran Dommer, S., Swaminathan, V., & Ahluwalia, R. (2013). Using differentiated brands to deflect exclusion and protect inclusion: The moderating role of self-esteem on attachment to differentiated brands. Journal of Consumer Research, 40(4), 657-675.

Mandel, N., Rucker, D. D., Levav, J., & Galinsky, A. D. (2017). The Compensatory Consumer Behavior Model: How self‐discrepancies drive consumer behavior. Journal of Consumer Psychology, 27(1), 133-146.

Marin, L., & Ruiz, S. (2007). I need you too! Corporate identity attractiveness for consumers and the role of social responsibility. Journal of business ethics, 71(3), 245-260.

McEnally, M., & De Chernatony, L. (1999). The evolving nature of branding: Consumer and managerial considerations. Academy of Marketing Science Review, 2(1), 1-16.

Mead, N. L., Baumeister, R. F., Stillman, T. F., Rawn, C. D., & Vohs, K. D. (2011). Social exclusion causes people to spend and consume strategically in the service of affiliation. Journal of Consumer Research, 37(5), 902–919.

Mael, F., & Ashforth, B. E. (1992). Alumni and their alma mater: A partial test of the reformulated model of organizational identification. Journal of organizational Behavior, 13(2), 103-123.

O'Reilly III, C. A., Chatman, J., & Caldwell, D. F. (1991). People and organizational culture: A profile comparison approach to assessing person-organization fit. Academy of management journal, 34(3), 487-516.

Osborne, R. L., & Cowen, S. S. (2002). High-performance companies: the distinguishing profile. Management Decision, 40(3), 227-231.

Pratt, M. G. (1998). Central questions in organizational identification. Identity in organizations, 24(3), 171-207.

Reinartz, W., Haenlein, M., & Henseler, J. (2009). An empirical comparison of the efficacy of covariance-based and variance-based SEM. International Journal of research in Marketing, 26(4), 332-344.

Ringle, C. M., Wende, S., & Will, S. (2005). Smart PLS 2.0 (M3) Beta, Hamburg, University of Hamburg.

Ross, S. D., Russell, K. C., & Bang, H. (2008). An empirical assessment of spectator-based brand equity. Journal of Sport Management, 22(3), 322-337.

Rucker, D. D., & Galinsky, A. D. (2008). Desire to acquire: Powerlessness and compensatory consumption. Journal of Consumer Research, 35(2), 257-267.

Schilhaneck, M. (2012). Brand management in the professional sport club setting. European Journal for Sports and Society, 5(1), 43-62.

Schneider, B. (1987). The People Make the Place. Personnel Psychology, 40(3), 437–453.

Smidts, A., Pruyn, A. T. H., & Van Riel, C. B. (2001). The impact of employee communication and perceived external prestige on organizational identification. Academy of Management journal, 44(5), 1051-1062.

Stokburger-Sauer, N., Ratneshwar, S., & Sen, S. (2012). Drivers of consumer? brand identification. International Journal of Research in Marketing, 29(4), 406– 418.

Stokburger-Sauer, N. E., & Teichmann, K. (2014). The relevance of consumer—brand identification in the team sport industry. Marketing Review St. Gallen, 31(2), 20-31.

Tajfel, H., & Turner J. C. (1979). An Integrative Theory of Intergroup Conflict’, in W. Austin and S. Worchel(eds.), The Social Psychology of Intergroup Relations (Brooks/Cole, Monterrey, CA).

Tajfel, H., & Turner, J. (1986). The social identity theory of intergroup behaviour. Worchel S. i Austin WG (ur.) Psychology of intergroup relations, Chicago, Nelson Hall, pp. 7-24.

Tolba, A. H., & Hassan, S. S. (2009). Linking customer-based brand equity with brand market performance: a managerial approach. Journal of Product & Brand Management, 18(5), 356-366.

Tong, X., & Hawley, J. M. (2009). Measuring Customer-Based Brand Equity: Empirical Evidence from the Sportswear Market in China. Journal of Product and Brand Management, 18(4), 262-271.

Torelli, C. J., & Rodas, M. A. (2017). Tightness–looseness: Implications for consumer and branding research. Journal of Consumer Psychology, 27(3), 398-404.

Tuškej, U., & Podnar, K. (2018). Consumers’ identification with corporate brands: Brand prestige, anthropomorphism and engagement in social media. Journal of Product & Brand Management, 27(1), 3-17.

Tuškej, U., Golob, U., & Podnar, K. (2013). The role of consumer–brand identification in building brand relationships. Journal of business research, 66(1), 53-59.

Wan, E. W., Xu, J., & Ding, Y. (2014). To be or not to be unique? The effect of social exclusion on consumer choice. Journal of Consumer Research, 40(6), 1109–1122.

Wang, E. S. T. (2015). Effect of food service-brand equity on consumer-perceived food value, physical risk, and brand preference. British Food Journal, 117(2), 553-564.

Wang, J., Zhu, R. J., & Shiv, B. (2012). The lonely consumer: Loner or conformer? Journal of Consumer Research, 38(6), 1116–1128.

Wang, M. C. H., & Tang, Y. Y. (2018). Examining the antecedents of sport team brand equity: A dual-identification perspective. Sport Management Review, 21(3), 293-306.

Watkins, B. A. (2014). Revisiting the social identity–brand equity model: An application to professional sports. Journal of Sport Management, 28(4), 471-480.

Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumer- based brand equity scale. Journal of Business Research, 52(1), 1-14.

Yoon, Y., Gürhan-Canli, Z., & Bozok, B. (2006). Drawing inferences about others on the basis of corporate associations. Journal of the Academy of Marketing Science, 34(2), 167-173.

Publicado
31-12-2023
Cómo citar
Jaberi, A., & Zagalaz-Sánchez, M. L. (2023). Mejora de la preferencia por las marcas deportivas en fútbol: Modelo de psico-marca. SPORT TK-Revista EuroAmericana de Ciencias del Deporte, 12, 16. https://doi.org/10.6018/sportk.528311
Número
Sección
Artículos